Samsung takes targeted advertising to another direction via CHEP Network
Samsung Electronics Australia has launched a campaign encouraging Australians to Google random search terms with the chance of getting retargeted by ads about its Galaxy Z Flip, and seeing the elusive winning ad for a giveaway.
The announcement:
Ending tomorrow, this campaign is a fresh approach to digital advertising, with people actually wanting to be served content, and actively searching to see an ad.
“Research showed us that when it comes to product launches, people are influenced more by real people creating their own content and reviews, so we wanted to drive our ad-wary audience to all that great stuff that was already out there,” said Mark Tallis, creative director, CHEP Network.
As people search for the winning ad, their algorithms are flooded with organic content about the Galaxy Z Flip4 – reviews, content and unboxing videos. They discover a whole world of brilliant Z Flip4 content that they might not have come across otherwise as they try to find the exact search terms to lead them to the three films.
To find the ad and to win a Galaxy Z Flip4, clue hunters need to search three specific terms in Google that link to three films. Anyone who watches all three films goes into another search retargeting pool and will be served the ad as a YouTube pre-roll. The films that people find along the way, directed by Max Barden and The Sweetshop, act as fun product demos of the new device. Each clip reveals a clue to the next search entry term required to get into the retargeting pool.
“This might be the first time in my career we’ve made an ad that people actually want to be targeted by. Kudos to our creative team Joe and Will, for making me turn my ad-blocker off for the first time in a decade.” said Cameron Dowsett, Creative Director, CHEP Network.
The first person each day for ten days to watch all three videos and be retargeted by the hidden ad won a Galaxy Z Flip4. After that, anyone who is served the ad during the promotional period goes into a draw to win one of four Galaxy Z Flip4 phones.
“Flipvertising is a fun and engaging way to get Gen-Z curious about the latest Z Series. By trying to get retargeted by the Google algorithm, they’d find themselves watching an endless stream of amazing Galaxy Z Flip4 content that already existed,” said Garry McGregor, vice president, mobile experience division, Samsung Electronics Australia. “We know there’s been a doubling in consideration for Foldables among 18–45-year-olds and Gen-Z specifically showing a colossal 273% increase since last year. We expect many Australians will embark on their very own Galaxy search adventure.”
Over the campaign period, clues as to what search terms people need to search were seeded out through social media channels and influencers.
Credits
Samsung Australia
Eric Chou, Director of Product & Marketing
Joanna Baxter, Head of Marketing Communications, MX
Maureen Benson, Communications Planner
Lilly Lloyd, Marketing Manager
Alexander Campbell, Social Media Marketing Lead
Creative & Media Agency: CHEP Network
Production Company – The Sweetshop
Director – Max Barden
Executive Producer – Greg Fyson
Source: Ogilvy
